In the early part of the second half of the 20th century, Cuba laid the groundwork for the establishment of a socially oriented tourism sector that would provide an opportunity to combine recreation and leisure in a single experience—one that was healthy, enriching, and educational. It was then that this sector began to take shape with a view toward sustained and sustainable development.
The year 1959 marked the beginning of a guiding principle for Cuban tourism: promoting the island’s natural, cultural, and historical attractions to leave behind the stigma that Cuba was a hotbed for vice and gambling. Work began with a new vision, and measures were implemented to restructure the Cuban tourism system.
The first international tourism-related event in Cuba took place in Havana from October 17 to 24, 1959, and was the ninth Association of Travel Agents Convention (ASTA). More than two thousand agents from 82 countries, accompanied by their families, visited the Cuban capital. These figures were unprecedented compared to the eight previous conventions.
In 1963, the National and International Tourism Company (ETNI) was founded, the direct predecessor of the Cubatur S.A. Travel Agency, which was tasked with serving the nascent tourism industry that was beginning to view the island as an attractive destination. It was not until 1980 that Cubatur convened the First Cubatur Travel Convention, held at the iconic Habana Libre Hotel in the Cuban capital. The event sparked international interest, drawing the participation of more than 300 delegates and representatives from over 200 travel agencies worldwide.
Subsequently, the event began to gain greater prominence and international recognition. From its inception, it was held annually, alternating venues between Havana and the resort town of Varadero. The event went by several names: Cubatur Travel Convention, Cubatur Travel Trade Show, Tourism Convention, until it was finally named the International Tourism Fair of Cuba (FITCuba). These annual gatherings, centered on discussion and negotiation, have enabled the tourism industry in Cuba to flourish since its inception.
The International Tourism Fair has significantly boosted the diversity and quality of product and service offerings, positively influencing the evident growth in the number of vacationers arriving on the island. From 2005 through 2011, the Morro-Cabaña Historical Park served as the official venue for FITCuba. This complex, comprising the Castle of the Three Wise Men of El Morro and the San Carlos de La Cabaña Fortress, forms part of Havana’s fortification system and was declared a UNESCO World Heritage Site in 1982.
During the event, a guest country is also selected in advance, and the focus is on a specific type of tourism. The Cuban Ministry of Tourism, the event’s organizer, as part of its strategic policy for the sector, decided to bring the International Tourism Fair to destinations it wishes to promote. Thus, in 2012, the Fair was held in Cayo Santa María, in the province of Villa Clara; in 2013 in Varadero; in 2014 in Havana; and in 2015 in Cayo Coco and Cayo Guillermo in Jardines del Rey. It returned to Havana in 2016, when it was declared a City of Wonder.
In its 37th edition, in 2017, FITCuba took place in Holguín, with the Pesquero Hotel in Guardalavaca serving as the venue; and in 2018, as a region generously blessed by nature and the beauty of its beaches, the cays of northern Villa Clara were once again chosen as the venue. In 2019, it was held in Havana at Morro Cabaña Park; in 2022, it opened its doors in Varadero, showcasing the excellence of its beaches; FITCuba 2023 was held at Morro-Cabaña Park in Havana, highlighting Cuban culture and heritage, and in 2024 it was held in the idyllic Jardines del Rey, showcasing the splendor of the group of keys that comprise it: Cayo Coco, Cayo Guillermo, and Cayo Paredón. The 2025 edition took place in Havana and was dedicated to Cuban traditions.
The Tourism Fair has established itself as the leading professional event in the Cuban tourism industry, becoming an ideal venue for networking among specialists, executives, and tourism companies with a presence in Cuba. It has facilitated the development of strategies, policies, and initiatives in the tourism market; provided an opportunity to familiarize oneself with Cuban destinations and products; and offered insights into the culture of the guest country.
Link: https://www.fitcuba.net/fair
(Source: EmbaCuba Belgium)